The Struggle of Content Marketing | Cleveland State University Professional Development Center in Cleveland

The Struggle of Content Marketing

Contributor: Adrian Rutt

It’s no secret anymore. You can’t fight it. No matter how hard you try, it’s going to happen. It’s taking over. You only have two choices: fight or learn. Of course I am not talking about monsters, Godzilla, or hobbits, but rather technology. Adapt or die may seem a little extreme, but I’ve seen plenty of businesses die holding on to, as they say, “the ole fashioned ways.” Old fashioned is good for drinks; less so for marketing strategies.

Just the other day I had a conversation with someone about this very topic; technology and marketing, not drinks. He happened to be an older fellow but this applies to most everyone at this point given the rate of technological change. We can no longer say it’s just the “older folks” who “don’t get it.” He said he had read a couple of things online talking about all these fancy-schmancy things like search engine optimization, buyer personas, and Google AdWords but still wasn’t quite sure how it all worked; how it all fit together. He exasperatingly shook his head: “It’s all so confusing now.” Indeed it is.

We are, in other words, a far cry from the whiskey-swirling Mad Men of the 60s, 70s, and 80s. If your business isn’t local, taking an ad out in the local paper makes about as much sense as eating pie without ice cream. You need a farther reach. You need to show up when people Google things. You need to, above all, understand how to accomplish these things, take advantage of this new technological world, so that your business can thrive.

I suppose my whole point is that there are people out there who can help. We are not helplessly spinning in a hurricane of technological confusion – there are people out there who not only know how to do these things and how certain digital marketing strategies apply to your business, but they can teach you these things. Alas! We are not lost.

If there’s one thing I’ve learned in my many, many years of living it’s that there’s always – always – people out there who know how to do the things you either want to know how to do or need to know how to do. So if you’re still swirling whiskey, putting together big poster boards for your next big pitch meeting, you might need to rethink your strategy in world in which someone else already had twelve meetings with twelve different people from twelve different cities. You can’t afford to bemoan technological advance – it’s time to thrive or die!